TY - CHAP

T1 - Do they really care about targeted political ads? Investigation of user privacy concerns and preferences

AU - Baum, Katharina

AU - Meißner, Stefan

AU - Abramova, Olga

AU - Krasnova, Hanna

N1 - Publisher Copyright: © 27th European Conference on Information Systems - Information Systems for a Sharing Society, ECIS 2019. All rights reserved.

PY - 2020

Y1 - 2020

N2 - Reliance on targeted political ads has skyrocketed in recent years, leading to negative reactions in media and society. Nonetheless, only few studies investigate user privacy concerns and their role in user acceptance decisions in the context of online political targeting. To fill this gap, in this study we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Among others, our findings from simulations on the basis of a mixed logit model cautiously suggest that while targeted political advertising is perceived as somewhat less desirable by respondents, its presence does not consequentially deter users from choosing such an app, with user preferences being highly volatile. Together, these results contribute to a better understanding of users' privacy concerns and preferences in the context of targeted political advertising online.

AB - Reliance on targeted political ads has skyrocketed in recent years, leading to negative reactions in media and society. Nonetheless, only few studies investigate user privacy concerns and their role in user acceptance decisions in the context of online political targeting. To fill this gap, in this study we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Among others, our findings from simulations on the basis of a mixed logit model cautiously suggest that while targeted political advertising is perceived as somewhat less desirable by respondents, its presence does not consequentially deter users from choosing such an app, with user preferences being highly volatile. Together, these results contribute to a better understanding of users' privacy concerns and preferences in the context of targeted political advertising online.

KW - DCE

KW - Online privacy

KW - Political ads

KW - Targeting

KW - Business informatics

KW - Informatics

UR - http://www.scopus.com/inward/record.url?scp=85087109368&partnerID=8YFLogxK

UR - https://aisel.aisnet.org/ecis2019_rp/77/

M3 - Article in conference proceedings

AN - SCOPUS:85087109368

T3 - European Conference on Information Systems

BT - ECIS 2019 proceedings

A2 - vom Brocke, Jan

A2 - Gregor, Shirley

A2 - Muller, Oliver

PB - Association for Information Systems

CY - Atlanta

T2 - 27th European Conference on Information Systems: Information Systems for a Sharing Society, ECIS 2019

Y2 - 8 June 2019 through 14 June 2019

ER -